News
My Take: Lessons in leadership; the rise and fall of Greg Norman as LIV Golf CEO
As someone who closely follows the world of golf, Greg Norman’s tenure as CEO of LIV Golf stands out to me as a cautionary tale in corporate leadership. The downfall of such a prominent figure in the golf industry is both intriguing and instructive. Examining the factors that may have contributed to this change within LIV may help shed light on the dynamics of leadership within high-stakes environments like those found in professional sports.
Greg Norman, known globally as a celebrated historical figure in the game, taking the helm of LIV Golf seemed like a match made in heaven. His expertise and experience brought him significant clout, giving many the belief that he was the right person to spearhead the league. However, the reality of corporate leadership often diverges sharply from the adrenaline-fueled world of professional sports competition.
To be clear, Greg Norman is not altogether being ousted from the break-off golf league. According to reports, LIV Golf is searching for a new CEO, and Norman’s future place within the league is looking like it will be a diminished one, acting more as a figurehead and Tournament Director. With that said, one thing that we can all agree on in this ongoing saga is that with each new day comes a new storyline, so we will have to wait and see what’s to come.
One of the most notable aspects of Norman’s tenure so far has been his ambitious vision for LIV Golf. On paper, this vision was groundbreaking—revitalizing interest in competitive golf while simultaneously reimagining the sport to attract a new generation of fans. Yet, the challenge lay in executing these ambitious plans. His approach has been met with resistance from traditional golf institutions. To many, it has seemed that Norman underestimated the complexity of shifting the paradigm within a sport that has long been resistant to change.
Perhaps the most critical element in Norman’s downfall has been his leadership style. Known for his fierce independence on the golf course, he has seemed to echo that trait in the boardroom. However, a CEO’s strength lies not only in their expertise but also in their ability to collaborate, build consensus, and navigate the complex web of stakeholders. Reports suggested that Norman has sometimes clashed with key decision-makers, leading to a fragmented vision and inconsistent implementation of strategic objectives.
The controversies surrounding the ethical considerations of LIV Golf’s funding sources became increasingly challenging to navigate. Norman’s attempts to sidestep or dismiss these issues only fanned the flames of criticism, affecting LIV Golf’s brand and diminishing trust with potential partners and stakeholders. In today’s sports world, transparency and corporate responsibility are not just buzzwords but essential components of sustained success.
Financial instability has also played a significant role. While initial investments were substantial, and the well doesn’t seem to be drying up anytime soon, the ongoing operational costs and difficulty securing sustainable revenue streams have put immense pressure on the organization and Norman. Nobody, even some of the world’s wealthiest people, wants to see no return on their investment.
Communication missteps have marred Norman’s reign. At times, he has struggled to articulate a coherent vision that resonated with diverse audiences, from players to fans to corporate sponsors. Effective leadership in such a public-facing role demands not just a vision but the ability to project that vision convincingly, inspiring confidence and enthusiasm in every stakeholder.
The culmination of these elements will now, it appears, lead to Greg Norman’s removal as CEO of LIV Golf and subsequent demotion within the organization. This series of interconnected challenges serves as a reminder of the multifaceted nature of leadership. Regardless of its grandeur, success on the playing field is not a direct passport to corporate triumph. The skills required in competitive sports differ markedly from those needed to steer a complex organization through turbulent waters.
Greg Norman’s journey as CEO may be ending soon, and much differently than he had likely envisioned. Still, the lessons from his experience offer invaluable insights into the importance of adaptability, collaboration, and strategic acumen in corporate leadership.
Editor’s note: “My Take” will be an ongoing weekly series where Brendon shares his thoughts and opinions on various aspects of the game and industry. These are Brendon’s opinions and do not necessarily reflect those of GolfWRX, its staff, and its affiliates.
Want to find out my thoughts on the first day of the ZOZO Championship? How about the DP World Tour’s Genesis Championship or the LPGA Maybank Championship? Go to my new weekly column, “Friday Fore-Cast,” on RG.org.
I’m going to gush in this intro paragraph, to get the emo stuff done early. I’ve not pulled harder for a professional to win, than Cameron Young. I coach golf in New York state, and each spring, my best golfers head to a state championship in Poughkeepsie. I first saw Cameron there as a 9th grade student. I saw him three more times after that. I reconnecected with Coach Haas from Wake Forest, an old interview subject from my days on the Old Gold and Black, the Wake newspaper. He was there to watch Cameron. After four years at Wake Forest, Young won on the Korn Ferry Tour, made it to the big tour, almost won two majors, almost won five other events, and finally got the chalice about 25 minutes from the Wake campus. Congratulations, Cameron. You truly are a glass of the finest. #MotherSoDear
OK, let’s move on to the Tour Rundown. The major championship season closed this week in Wales, with the Women’s Open championship. The PGA Tour bounced through Greensboror, N.C., while the PGA Tour Americas hit TO (aka, Toronto) for a long-winded event. The Korn Ferry lads made a stop in Utah, one of just two events for that tour in August. The many-events, golf season is winding down, as we ease from summer toward fall in the northern hemisphere. Let’s bask in the glory of an August sunrise, and run down a quartet of events from the first weekend of the eighth month.
LET/LPGA @ Women’s Open: Miyu bends, but she doesn’t break
Royal Porthcawl was not a known commodity in the major tournament community. The Welsh links had served as host to men’s senior opens, men’s amateurs, and Curtis and Walker Cups in prior years, but never an Open championship for the women or the men. The last-kept secret in UK golf was revealed once again to the world this week, as the best female golfers took to the sandy stage.
Mao Saigo, Grace Kim, Maja Stark, and Minjee Lee hoped to add a second major title to previous wins this season, but only Lee was able to finish inside the top ten. The 2025 playing of the Women’s Open gave us a new-faces gallery from day one. The Kordas and Thitikulls were nowhere to be found, and it was the Mayashitas, Katsus, and Lim Kims that secured the Cymru spotlight. The first round lead was held at 67 by two golfers. One of them battled to the end, while the other posted 81 on day two, and missed the cut. Sitting one shot behind was Miyu Yamashita.
On day two, Yamashita posted the round of the tournament. Her 65 moved her to the front of the aisle, in just her fourth turn around a women’s Open championship. With the pre-event favorites drifting off pace, followers narrowed into two camps: those on the side of an underdog, and others hoping for a weekend charge from back in the pack. In the end, we had a bit of both.
On Saturday, Yamashita bent with 74 on Saturday, offering rays of hope to her pursuing pack. England’s Charley Hull made a run on Sunday closing within one shot before tailing off to a T2 finish with Minami Katsu. Katsu posted the other 65 of the week, on Saturday, but could not overtake her countrywoman, Yamashita. wunderkind Lottie Woad needed one round in the 60s to find her pace, but could only must close-to’s, ending on 284 and a tie with Minjee for eighth.
On Sunday, Yamashita put away the thoughts of Saturday’s struggles, with three-under 33 on the outward half. She closed in plus-one 37, but still won by two, for a first Major and LPGA title.
PGA Tour @ Wyndham: Young gathers first title near home
Cameron Young grew up along the Hudson river, above metro New York, but he also calls Winston-Salem home. He spent four years as a student and athlete at Wake Forest University, then embarked on tour. This week in Greensboro, after a bit of a break, Young opened with 63-62, and revved the engine of Is this the week once more. Runner-up finishes at the Open, the PGA, and a handful of PGA Tour events had followers wonder when the day would come.
On Saturday, Young continued his torrid pace with 65, giving him a five-shot advantage over his closest pursuer. Sunday saw the Scarborough native open with bogey, then reel off five consecutive birdies to remind folks that his time had, at last, arrived. Pars to the 16th, before two harmless bogeys coming home, made Young the 1000th winner of an official PGA Tour event (dating back to before there was a PGA Tour) throughout history. What’s next? I have a suspicion, but I’m not letting on. Mac Meissner closed with 66 to finish solo 2nd, while Mark Hubbard and Alex Noren tied for third.
Korn Ferry Tour @ Utah Championship: Are you Suri it’s Julian?
Who knows exactly when the flower will bloom? Julian Suri played a solid careet at Duke University, then paid his dues on the world’s minor tours for three years. He won twice on two tours in Europe, in 2017. Since then, the grind has continued for the journeyman from New York city. At age 34, Suri broke through in Beehive state, outlasting another grinder (Spencer Levin) and four others, by two shots.
Taylor Montgomery began the week with 62, then posted 64, then 68, and finally, 70. That final round was his undoing. He finished in that second-place tie, two back of the leader. Trace Crowe, Barend Botha, and Kensei Hirata made up the last of the almost quintet. As for Suri, his Sunday play was sublime. His nines were 32 and 31, with his only radar blip a bogey at ten. He closed in style with one final birdie, to double his winning margin. Hogan bloomed late…might Suri?
PGA Tour Americas @ Osprey Valley Open presented by Votorantim Cimentos – CBM Aggregates
Some tournament names run longer than others. This week in Toronto, at the Heathlands course at TPC Toronto, we might have seen the longest tournament title in recorded history. The OVOPBVCCBMA was a splendid affair. It saw three rounds of 62 on Thursday, but of those early risers, only Drew Goodman would stick around until the end. 64 was the low tally on day two, and two of those legionnaires managed to finish inside the top three at week’s end. Saturday brought a 63 from Patrick Newcomb, and he would follow with 64 on Sunday, to finish solo fourth.
Who, then, ended up winning the acronym of the year? It turns out that Carson Bacha had the right stuff in TeeOhhh. Bacha and Jay Card III posted 63 and 64, respectively, on day four, to tie for medalist honors at 23-under 261. Nathan Franks was one shot adrift, despite also closing with 63. If you didn’t go low on Sunday, it was about the check, not the championship.
Bacha and JC3 returned to the 18th hole twice in overtime. Card nearly chipped in from the thick stuff for birdie, while Bacha peeked and shoved a ten-feet attempt at the win. On the second go-round, Card was long with his approach, into the native grasses once more. He was unable to escape, and a routine par from the fairway was enough to earn the former Auburn golfers a first KFT title.
Card III and Bacha both miss their birdie tries on the first playoff hole.
We’ll play 18 again @OspreyOpen. pic.twitter.com/vNpHTdkHDg
— PGA TOUR Americas (@PGATOURAmericas) August 3, 2025
GolfWRX is live this week from the final event of the PGA Tour’s regular season, the Wyndham Championship.
Photos are flowing into the forums from Sedgefield Country Club, where we already have a GolfWRX spirit animal Adam Schenk WITB and plenty of putters for your viewing pleasure.
Check out links to all our photos below, which we’ll continue to update as more arrive.
General Albums
- 2025 Wyndham Championship – Tuesday #1
- 2025 Wyndham Championship – Tuesday #2
- 2025 Wyndham Championship – Tuesday #3
WITB Albums
- Chandler Phillips – WITB – 2025 Wyndham Championship
- Davis Riley – WITB – 2025 Wyndham Championship
- Scotty Kennon – WITB – 2025 Wyndham Championship
- Austin Duncan – WITB – 2025 Wyndham Championship
- Will Chandler – WITB – 2025 Wyndham Championship
- Kevin Roy – WITB – 2025 Wyndham Championship
- Ben Griffin – WITB – 2025 Wyndham Championship
- Peter Malnati – WITB – 2025 Wyndham Championship
- Ryan Gerard – WITB – 2025 Wyndham Championship
- Adam Schenk – WITB – 2025 Wyndham Championship
- Kurt Kitayama – WITB – 2025 Wyndham Championship
- Camilo Villegas – WITB – 2025 Wyndham Championship
- Matti Schmid – WITB – 2025 Wyndham Championship
Pullout Albums
- Denny McCarthy’s custom Cameron putters – 2025 Wyndham Championship
- Swag Golf putters – 2025 Wyndham Championship
- Karl Vilips TM MG5 wedges – 2025 Wyndham Championship
- New Bettinardi putters – 2025 Wyndham Championship
- Matt Fitzpatrick’s custom Bettinardi putters – 2025 Wyndham Championship
- Cameron putters – 2025 Wyndham Championship
See what GolfWRXers are saying and join the discussion in the forums.
Kurt Kitayama just won his 2nd PGA Tour event at the 3M Open. Kurt is a Bridgestone staffer but with just the ball and bag. Here are the rest of the clubs he used to secure a win at the 2025 3M Open.
Driver: Titleist GT3 (11 degrees, D1 SureFit setting)
Shaft: Graphite Design Tour AD VF 7 TX
3-wood: Titleist GT1 3Tour (14.5 degrees, A3 SureFit setting)
Shaft: Graphite Design Tour AD DI 8 TX
7-wood: Titleist GT1 (21 degrees, A1 SureFit setting)
Shaft: Graphite Design Tour AD DI 9 TX
Irons: TaylorMade P7CB (4), TaylorMade P7MB (5-PW)
Shafts: True Temper Dynamic Gold Tour Issue X100
Wedges: Titleist Vokey Design SM10 (52-12F, 56-14F), Vokey Design WedgeWorks (60-K*)
Shafts: True Temper Dynamic Gold Tour Issue S400
Putter: Scotty Cameron Studio Style Newport 2 Tour Prototype
Grip: SuperStroke Zenergy 1.0PT
Grips: Golf Pride Tour Velvet
Ball: Bridgestone Tour B XS (with Mindset)
‘Why would anybody want to change that swing?’ – Brandel Chamblee says PGA Tour star was wrong to change his swing
‘The stupidest freaking thing I’ve ever heard’ – Billy Horschel slams Open idea suggested by Padraig Harrington
WITB Time Machine: Brandt Snedeker’s winning WITB, 2018 Wyndham Championship
Golfer proudly posts photo of ball mark on iron, receives immediate roasting
WITB Time Machine: Matthew Wolff’s winning WITB, 2019 3M Open
Oakmont Country Club bans Wyndham Clark over locker incident; Reveals specific conditions to earn reinstatement
Adam Scott puts Callaway blades in the bag at Wyndham Championship
Report: LIV star fires caddie and coach in shock shake up
Rickie Fowler makes equipment change to ‘something that’s a little easier on the body’
The championship formula: How 3 key stats separate winners from the field
Peter Malnati WITB 2025 (August)
Peter Malnati what’s in the bag accurate as of the Wyndham Championship. More photos from the event here. Driver: Titleist...
Cameron Young’s winning WITB: 2025 Wyndham Championship
Driver: Titleist GT2 (9 degrees, A1 SureFit setting) Buy here. Shaft: Mitsubishi Tensei 1K Pro Orange 70 TX 3-wood: Titleist...
Camilo Villegas WITB 2025 (July)
Camilo Villegas WITB accurate as of the Wyndham Championship. Villegas was undecided on a 3-wood when we shot his bag. ...
WITB Time Machine: Brandt Snedeker’s winning WITB, 2018 Wyndham Championship
Brandt Snedeker fired a final-round 65 at the 2018 Wyndham Championship to outlast Webb Simpson and C.T. Pan. His 5-under...
Wayne Mills
Oct 28, 2024 at 10:44 am
I do not see how this can be described as a “downfall” for Greg Norman. First off you have no legitimate source confirming there is any change to his role with LIV. The PGA Tour and Commissioner Monahan have been floating these rumors since LIV’s inception. No one at LIV or PIF has said they are dissatisfied with his performance.
Norman was hired to do a certain job and he has succeeded in spades. It is the PGA Tour who is gasping financially.
mnw
Oct 28, 2024 at 12:00 am
Is your next report on Elon Musk?
Brad
Oct 26, 2024 at 10:43 pm
Amazing article, with lots of points of view by someone outside of the LIV/PGA bubble. You would expect a multitude of negative press from LIV golfers on such a poor leadership, but wait NO every single , player, offical and volunteer can only speak extremely highly of Gregs leadership, friendship and vision. Everybody should and would know that Greg Norman has his exit strategy organised well in advance of taking on a new roll.
Five years ago he made decisions that every golf writer, and golf administrator said would never happen. He is today making decisions for 5 years time, including his own step down situation.
Please have a more balanced view of golf affairs as the reading public would have a little more respect .
I hope your golf game is going well Brad
Big Guy
Oct 26, 2024 at 5:14 pm
Not sure that all of this is correct. He broke a stale and outdated model with a broader vision for another world game from what is a very narrow US centric model and brought in more money to the game than was otherwise thought possible.
There is a place for LIV and there is a lot of opportunity to explore this international model for players on the cusp of the Top 30 (Burmeister) or for players at the end of their careers (Johnson, Garcia) or just talented but struggle with the weekly grind (Wolff) or marketable (Ancer) or just want a slower lifestyle (Smith).
I don’t think GN will survive but I also don’t think he was long term either. He has reshaped the professional game and history will reflect positively on him and this achievement. He has ruffled a few feathers but what disrupter hasn’t
Rich HUnt
Oct 26, 2024 at 12:31 pm
I stated from the very beginning of LIV (when it was announced they weren’t getting OWGR points) that Greg would no longer be CEO of LIV Golf by 2025. While I do believe the Saudi’s preferred for LIV to be financially profitable, they were okay with losing money on LIV as long as they got what they wanted…essentially the top-50 golfers in the world. They would be okay with not getting some of the top-50 players in the world if that meant getting stars like Mickelson. But essentially they wanted the top-50 and without OWGR points (and the PGA Tour stepping up their purses), this just wasn’t going to happen.
I think PIF feels that Norman sold them a bill of goods. He was promising a lot to PIF and the players and employees and couldn’t deliver.
I also think that Greg thought that the worst case scenario of not getting OWGR points would be that the players wouldn’t care because, in Greg’s mind, all that really matters is money because that’s all that has ever mattered to Greg. But not all players think the same way as Greg.